Club Med Ski Report

MORE THAN JUST SKIING
THE CHANGING FACE OF A SKI HOLIDAY
WINTER 2015/16
A report commissioned on behalf of Club Med
CONTENTS
Introduction................................................................................................................ 3
Executive summary.................................................................................................... 4
Evolving face of skiing ............................................................................................... 5
More than just skiing ................................................................................................. 6
Skiing Etiquette ......................................................................................................... 7
Cost ........................................................................................................................... 8
Where we are skiing now - and what’s hot the the future ..................................... 10
Best resorts for families ........................................................................................... 12
Skiing vs boarding ................................................................................................... 13
In summary .............................................................................................................. 14
2
INTRODUCTION
Welcome to Club Med’s third ski report.
The result of a series of in-depth
questionnaires, online surveys and
customer feedback, this season’s
ski report reveals a winter holiday
market that is rapidly adapting
to cater for families that are
increasingly looking to do more than
just ski and snowboard on holiday.
From Cross-Country Skiing to
Bobsleighing, Dog Sledding and
Rock Climbing the report delves
into the growing variety of non-ski
pursuits that winter holidaymakers
are demanding.
Despite the lure of the mountains,
the findings also reveal that this
trend isn’t limited to outdoor
activities, with the availability of
spa treatments and dedicated
fitness facilities increasingly
impacting on winter holiday
makers’ choices.
As increasing numbers of non-skiers
take to the mountains the report
explores concerns among skiers and
boarders about etiquette on the
slopes as well as the impact on the
cost of ski resort based holidays.
Popular and emerging destinations
are explored, with Asia increasingly
being considered as a potential
destination in 2016 and beyond.
Estelle Giraudeau
Managing Director, Club Med
United Kingdom, Ireland and Scandinavia
Following the success of the last two ski reports, we’re
excited to be launching our third ski report looking
into the industry appetite for winter ski and snowboard
holidays. Club Med continues to be a market leader
in all-inclusive premium ski holidays. 2015 has been an
exciting year for the Club Med UK business, and with
our customers increasingly looking for more than just a
skiing holiday, we’ve looked to ensure our all-inclusive
offering adapts to the needs of our clients.”
3
EXECUTIVE
SUMMARY
The findings from
the ‘Changing Face of
a Ski Holiday’ report
commissioned by Club Med
have shown that you don’t
need to be able to ski or
snowboard in order to enjoy
a holiday on the slopes.
14%
of people already go on a winter
sports holiday, but don’t actually
ski or snowboard at all
35%
say that resorts which offer a
variety of activities are more
favourable when choosing which
destination to visit
4
— I like a variety
of activities,
particularly to
keep children
entertained.
— As non-skiers
we like to take part
in other activities.
EVOLVING FACE OF SKIING
When booking a ski holiday, families regard the leisure facilities available within the resort or
complex as one of the most important aspects of their holiday. The availability of some of the
other activities outside of the immediate snow and snowboard facilities is seen as the biggest
change over the past few decades. 81% of Brits agree that there is more to do on a ski holiday
than just ski and 61% agree that with the extra activities, ski and snowboarding holidays are
now a better experience for children than they used to be.
“More and more of our new and returning customers now base their decision on
where to go skiing on the array of extra activities available to them in resort. At
Club Med, guests can enjoy everything from Snow Shoes to Cross Country Skiing,
something that was only introduced recently due to popular customer demand.”
— Estelle Giraudeau, Managing Director United Kingdom, Ireland and Scandinavia
Half of those considering a ski holiday think of non-ski activities as important.
went on ski holiday
Having non-ski related
activities during the day
36%
Having thrilling
activities during the day
(e.g. Snowmobiles)
35%
considering a ski holiday
47%
43%
Half of those considering a ski holiday
think of non-ski activities as important.
Of those considering a ski holiday,
43% would like adventurous activities
to take part in during the day such as
riding snowmobiles.
facilities available as important on
a ski or snowboarding holiday. 48%
of the family audience agree that
having childrens clubs and activities
within the ski resort are important
contributing factors.
Almost a third of those considering
a ski holiday regard having spa
Wanting a variety of activities and
something different to do are among
the top reasons as to why having
non-ski activities are important. Some
respondents also referenced that
although skiing is fun, they wouldn’t
like to do it all the time.
5
MORE THAN
JUST SKIING
A growing range of alternative
activities have been taken up
by those families opting for a
different snow holiday.
Of those who didn’t ski or snowboard
on their last holiday, 15% chose to
participate in Cross-Country Skiing,
with a further 15% choosing Dog
Sledding. A tenth (11%) of Brits have
substituted skiing with Ice-Skating, and
9% with Rock Climbing. Bobsleighing
(6%), Cross-Country Skiing (4%), and
Nordic Walking or Snow-Shoeing (4%)
were also popular activities for the
modern-day ski holiday. For families
that don’t want to ski all the time, there
are still plenty of winter sports activities
for them to enjoy together.
For those that ski, the most common
complimentary activity is spa usage
with over two-thirds (38%) using the
spa in addition to skiing – half of
these (49%) doing so in the evening.
Evening entertainment comes
second (36%) and – for particularly
active holidaymakers – using the gym
third (24%).
Additional winter sport activities
15% Spa
15% Dog Sledding
15% Cross-Country Ski
15% Evening entertainment
15% gym
11% Ice-Skating
9% Rock Climbing
2014
JUL
AUG
NOV
DEC
MAR
6
APR
SEPT
OCT
2015
6% Bobsleighing
4% Cross-Country Skiing
JAN
FEB
MAY
JUN
4% N
ordic Walking
or Snow-Shoeing
SKIING ETIQUETTE
With more people looking to go on a family snow sports holiday, skiing etiquette, both on and
off the slopes, is a key concern for Brits during the 2015/16 ski season.
Bookings for winter family holidays
are already up by 9% for this season
versus last year at Club Med and
include a large proportion of first
time skiiers.
Less than two-thirds of skiers (61%) are
confident they understand the rules
on the piste; a figure that drops to just
54% of people who haven’t skied in
the last two years but are considering
skiing in the near future. Those that
have skied in the last two years are
much more confident, with over two
thirds (74%) considerate of how to
behave appropriately on the slopes of
their host country.
younger generation (55%). Confident
skiers, perhaps unsurprisingly, are
aware of skiing etiquette when it
comes to interaction on the slopes
and in-resort, with 85% possessing
a strong knowledge of both ski and
snowboard etiquette.
The older generation are more
aware of ski etiquette (66%) than the
“When people are going on a snow sports holiday it’s important that they understand not only
the etiquette, but also the rules and regulations on the mountain as per the FIS 10 Rules for the
conduct of skiers and snowboarders. We’re dedicated to sharing safety and etiquette tips to
both new and confident skiers alike, and support companies such as Club Med who supply ski
lessons alongside their holidays to ensure people are well-equipped when they hit the slopes.”
— Alyn Morgan, Head of Member Services at the Ski Club of Great Britain
While a general respect for others on the slopes was the most widely-recognised rule for over two-thirds of Brits (70%), those who
have been on a snow holiday in the past two years have an awareness of a range of skiing etiquette including:
Respect for others
on the slopes
Respect for information,
markings and signs
70%
67%
58%
Speed and behaviour
57%
Choice of route
55%
Overtaking
0
10%
20%
30%
40%
50%
60%
70%
7
COST
While cost remains an important factor for people planning winter holidays, three quarters
agree that a ski and snowboard holiday provides value for money, with the average cost of
a ski holiday coming in at £2,785 for a family. Only 3% of Brits believe that ski holidays are
poor value for money.
All-inclusive holidays incorporate a wider range of activities than package holidays, including some of the more thrilling activities.
44%
Spa centre
39%
44%
Evening entertainment
35%
38%
Fitness centre
36%
35%
Ice Skating
24%
33%
Snowmobiles
18%
19%
Cross-country Skiing
15%
17%
Cross-country
Ski Walking
12%
18%
Bobsleighing
12%
17%
Nordic walking/
snow shoeing
11%
16%
Dog sledging
6%
16%
Rock Climbing
Luge / tobogganing
7%
19%
1%
Half of Brits paying for a package
holiday choose to go for a week (42%),
while those opting for a DIY ski holiday
vary more in length; just a third (29%)
choose one week and 34% opted for
less than six days. Similarly, all-inclusive
ski holidays are most commonly
booked for one week (42%) or up to
two weeks (29%).
The newly launched Club Med
website tool How Much? has been
launched to demonstrate the value of
an all-inclusive ski holiday, compared
to DIY packages. The website app
demonstrates the value of a Club Med
all-inclusive offering versus what can
be compiled by individuals, with prices
coming in cheaper 78% of the time.
8
All-inclusive
Package
— Lift passes provide good value
on an all-inclusive holiday, averaging
just £51 per lift pass versus £90 for
DIY holidaymakers, a saving of 43%
With all-inclusive bookings growing in
popularity, half (52%) now incorporate
some form of added leisure activity
within the cost such as Walking Tours,
Ice Skating, Massages, Rock Climbing
or Snowmobiling.
A much wider range of activities are
provided on an all-inclusive holiday
versus package: a fifth (19%) having
tried Luge or Tobogganing, a third
(33%) Snowmobiling, and 17% Snow
Shoeing. This is compared to 1%, 18%
and 11% respectively for those on
package holidays.
for accommodation while those on a
DIY holiday spend £307. Those heading
on a package holiday spend least on
accommodation at £213 per holiday.
DIY ski holidaymakers (booking
accommodation, flights and activities
separately) spend more per person
on holiday basics but much less on
leisure or adventurous activities. Allinclusive holidaymakers average £236
Of the activities people are most
willing to spend money on throughout
their ski holiday, Snowmobiling
comes first – above skiing – with 57%
planning to pay for this on their next
ski holiday.
Brits are willing to
pay an average of
£50 per activity:
many providers
now include these
activities as part of
their all-inclusive
package, with Club
Med offering a range
of activities at no
extra cost.”
Estelle Giraudeau,
Managing Director
United Kingdom, Ireland and
Scandinavia
9
WHERE WE’RE SKIING NOW
– AND WHAT’S HOT FOR THE FUTURE
Europe is still the number one destination for Brits, with Switzerland and France specifically
among the top destinations for visiting. Just 2% of Brits have visited Scotland skiing. There is
however, an ever increasing appetite for Brits who are looking to travel further afield to enjoy
the slopes. Almost one in ten (8%) said that they have been to America and Canada. Some also
revealed that they had recently been skiing in Asia.
Asia is however seen as an up and
coming region with one in seven
people admitting that they would
consider it as a ski holiday destination.
When looking at growth of popularity
amongst those planning a ski holiday
within the next year, both Asia and
America are showing growth as a
potential popular destination for ski
and snowboarding holidays. 68%
of people though admitted to not
knowing enough about skiing in
China and 61% didn’t know enough
about skiing in Japan.
The Club Med resort of Yabuli (China)
and Hokkaido (Japan) offer an
authentic all-inclusive family holiday
experience. In recent years, bookings
of Club Med resorts in Asia have
more than doubled amongst British
customers. According to the research
these bookings take longer due to
customers’ lack of knowledge about
the local area.
According to the Ski Club of Great
Britain Consumer Research Report 2015,
the most popular place for skiers to
fly to is Geneva with a quarter (24.6%)
of skiers using this as their destination
airport, followed by Grenoble (10.2%)
and Innsbruck (9.7%). Outside of the
Alps, Eastern Europe is increasingly
popular, with 2.6% of skiers now flying
to the Bulgarian capital of Sofia for their
snow sports holiday.
Club Med research shows of those that
skied in March, 51% went to France,
20% went to Austria and 18% went to
Switzerland. Only 2% chose to ski in
Japan and July was the most popular
month, with over one in ten choosing
to ski then (13%).
Booking data from Club Med has
revealed that the new Val Thorens
resort in France is the most popular
during school holidays.
Club Med revealed that one in five
take their holiday in March and
April, whilst not surprisingly those
with children focus their holidays in
December, February and April school
holidays with the most popular being
Val Thorens for the 14/15 season to
date.
Nearly all of those with families at
home would consider taking their child
on a skiing holiday. They state it would
be something different and fun for the
whole family, with France specifically
being seen as a suitable destination
to take children. 23% of the families
questioned agreed that America and
Canada are suitable destinations to
take children.
ASIA
AMERICA AND CANADA
Where Brits are heading this season
EUROPE 96%
(OTHER EUROPE 10%)
(OTHER ASIA 1%)
2%
26%
25%
38%
1%
14%
10
1%
8%
11
BEST RESORTS FOR FAMILIES
Skiing remains a popular holiday for families, with 93%
considering a snow sports holiday in the future.
The most popular reasons cited were
that ski is a fun and enjoyable pastime,
with almost half stating this was the
most important reason for choosing
this style of holiday. Almost a third
of people admit being together as a
family is the main reason to go on a
snow sports holiday, with children’s
enjoyment a key factor in the holiday
decision-making process.
A fifth (21%) want to experience new
things such as skiing, boarding, or
other snow-related activities while
a tenth of people choose a snow
sports holiday as it is a chance to do
something different to a traditional
sun holiday.
Due to its short flight times and the
generally reliable snowfall offered
by the Alps in particular, Europe
remains the top destination for Brits
going on a snow holiday with the vast
majority (95%) choosing it as the best
destination for taking children on a
winter sports holiday.
12
Nearly two-thirds of people favour
France when it comes to skiing with
the family, with Club Med’s Val Thorens
resort the most popular of their family
ski resorts during the 2015/16 season.
Most popular resorts for family snow
sport holidays
1. France (60%)
2. Switzerland (45%)
3. Austria (45%)
4. Italy (38%)
5. America & Canada (23%)
6. Europe – other (17%)
7. China or Japan (6%)
93%
would consider going with a child
SKIING VS SNOWBOARDING
Skiing remains the most popular out of the two sports, but a growing level of overlap reveals
people are increasingly keen to experiment when on the slopes.
Nearly half (48%) of people dedicate
their holiday to skiing: a tenth solely
board (11%) and over a fifth (21%) now
choose to both ski and snowboard
during their winter holiday.
While skiing is perceived as faster
by nearly two-thirds (60%) of Brits,
snowboarding is still perceived as
the ‘cooler’ sport, with 63% thinking
of snowboarding as cool compared to
just 22% who think the same of skiing.
Snowboarding is also seen as the
more trick-focused of the two, with
three quarters (74%) believing this to
be true of boarding versus only 20%
for skiing.
Perhaps unsurprisingly, snowboarding
is still seen as the preferred sport for
young people, with 74% of people
identifying it as such, compared to
less than a fifth (16%) who perceive
skiing a sport reserved for the
younger generation.
Skiing remains the more popular
of the two but there is a high level
of overlap, showing the need for
variety on the slopes
Activity done and for how long
Neither
48%
4.5
hours
21%
5.2
hours
11%
4
hours
13
SUMMARY
The way in which holiday makers
are taking their annual winter sports
holiday is changing.
Winter sports enthusiasts are
increasingly looking for more than just
a skiing holiday. At Club Med we’ve
looked to ensure our all-inclusive
offering adapts to the needs of our
clients. ensuring we have something for
guests that want to ski and guests that
want to enjoy winter sports activities.
Skiing does however continue to
remain a popular holiday for families,
with 93% considering a snow sports
holiday as an option in the not so
distance future.
When looking at the booking habits
for a ski holiday, families regard
the leisure facilities available such
as the gym facilities and evening
entertainment options within the
resort or complex as important
aspects of their winter sports break.
Results from within the report also
revealed that Brits have substituted
skiing with activities such as Ice
Skating, Rock Climbing, Bobsleighing,
Cross-Country Skiing, Nordic Walking
and Snow-Shoeing.
More activities than ever are now on
offer in ski domains around the world.
Areas such as Asia are increasingly
being considered as a potential
destination in 2016 and beyond. Resorts
are adapting to the changing needs of
the winter sports holiday maker, making
it a more accessible destination for ski in
the forthcoming seasons.
Club Med offers affordable all-inclusive
holidays around the world. From luxury
chalets to resorts specifically designed
for families with young children, the
Club Med experience ensures that all
aspects of your winters sports holiday
are covered, from gourmet cuisine to
flights and transfers.
14
15
All figures, unless otherwise stated, are from Jigsaw.
The research was conducted by Jigsaw Research:
jigsaw-research.co.uk
Jigsaw Research is an independently owned
quantitative and qualitative market research
agency with an exclusively senior team. They
provide perceptive counsel and genuine, sectorspecific insights. Staff at Jigsaw have an average
of 15 years’ experience and are involved in every
stage of the research process.
The fieldwork was undertaken between 23rd
September and 28th September, 2015. The
research incorporates 1,018 adults, 322 of whom
had been skiing in the past 2 years. The survey
was carried out online and lasted between 10 and
15 minutes. Questions were multiple choice, with
multiple responses permitted.
The Ski Club Great Britain is a not-for-profit
members’ Club offering benefits and services to
people who love skiing and snowboarding.
Founded in 1903, the Ski Club is a body of
authority for recreational skiing in the UK. With
almost 29,000 members, it is the UK’s biggest
snow sports members club, with the UK’s most
visited snow sports website: skiclub.co.uk
Club Med the luxury tailor made holiday provider,
is known as the pioneer in all-inclusive holidays
since opening in 1950 and now operates in 60
destinations globally including 23 ski resorts. The
destinations in which Club Med offer ski resorts
includes the French, Swiss and Italian Alps as well
as Japan and China.
Club Med offers the most comprehensive
ski package on the market, with many extras
provided as standard. Believing in hassle free
holidays, Club Med prides its self on ensuring ski
holidays are stress free and 100% happy.
Club Med have been awarded “Brand of the
Year” at the 2015 World Branding Awards, the
Silver award in Prima Baby’s “Best Family Holiday
Brand for 2015”, 26 of their resorts have been
awarded the ‘2015 TripAdvisor Travelers’ Choice
Award’ and 42 Club Med resorts have received
‘2015 TripAdvisor’s Certificate of Excellence’.
For further information or copies of the
report, please contact:
Club Med UK, Connect House,
133- 137 Alexandra Road,
London, SW19 7JY
For interviews or press information
please contact:
M&C Saatchi PR,
[email protected]
For more information please visit:
clubmed.co.uk